I have a confession to make. Until last year, I had never touched Twitter Analytics. I know, I know…what kind of person can call themselves a blogger + social media fanatic and never even look at their Twitter Analytics? Don’t get me wrong, I was obsessed with Google Analytics and every kind of Instagram analytic app out there, but truthfully, I felt that Twitter Analytics didn’t really apply to me because that’s not where my audience was “hanging out”. Oh, Samantha, how wrong you were.
It wasn’t until a (social media genius) friend convinced me to dive into my Twitter Analytics that I began to realize it wasn’t Twitter that was failing me, but I was failing Twitter. I had no idea who I was speaking to or how to communicate with them. So, Socialites, long story short, I did an about-face and really sunk my teeth into the gem that is Twitter analytics. Here are my top 5 metrics and analytics when using Twitter to grow your social media presence:
This is a pretty simple one. I had over 2,000 followers last year on Twitter, which to those who adore vanity numbers, is pretty solid. But while a large number of Twitter followers may be good for your ego, growing as many followers as you can does not guarantee success on Twitter. So, while you’re starting out on Twitter, this number is important, and easily monitored, but don’t get too wrapped up in it. However, if you share a specific type of content, for example, a recipe post, and it goes viral and you end up with 500 new followers in a week? Well then, that should tell you something about the kind of content you’re posting and how it’s attracting your audience.
Retweets, favorites, mentions, these are metric gold to Twitter lovers. Engagements can also include all clicks anywhere on a tweet - hashtags, profile views, avatar, you name it. Twitter Analytics gives you insight into which of your tweets inspire the most interaction, and which fall flat.
There will be tweets with more reaction than others, so don’t freak out if one tweet doesn’t attract any attention. It’s the sum of the reactions to your tweets over a fixed period that Twitter Analytics allows you to monitor. If you’re still not inspiring any interaction over a fixed period, it may be time to switch up the content or rethink the text of your tweets.
How is an impression different than an Interaction? In layman’s terms, an impression is how many times your tweet has been seen. Interactions will make impressions go up (if someone comments or shares your tweet and it is now broadcast to their audience) or if someone searches the hashtag in your tweet, that can also add an impression.
The lifespan of a tweet is fairly short, since Twitter’s feed is real time and fast. Twitter Analytics can tell you the number of impressions a tweet gained, plus it can show you how many impressions all your tweets received over a fixed period. If you really want to be a social media maven, you’ll use these numbers to optimize the best time for you to tweet…but more on that later!
4. Your Followers’ Interests
This was a huge one for me to discover. I had a big chunk of followers, but I had no idea that Twitter Analytics broke down demographics from everything from age, gender, marital status, income, to their consumer buying habits and their varied interests. If you’re a fashion blog and you check your Twitter analytics to find out that 56% of your audience is into business + finance and only 39% is actually into fashion - well, that’s a pretty good indication your content needs some adjusting to reach your target audience.
5. Conversion Tracking
Whether you’re looking to boost sales or gain blog followers, conversions are one of the most significant numbers to watch. To monitor conversions with Twitter Analytics, you will have to create a “website tag”, which is an embedded code snippet that’s triggered whenever a user takes an action (example - clicking through a link to your blog post) after viewing your content on Twitter. Website tags can track site visits, purchases, downloads, sign ups, and even custom conversions. It’s a thing of beauty! Chances are, if your conversion numbers are doing well, the rest of your analytics are probably in line as well.
So there you have it, Socialites! There are so many really fun tools to explore with Twitter, and digging into your analytics is easy and not nearly as painful as 2014 Samantha thought it would be. Best of all, it’s free for you + can make a major difference in your social media strategy and reaching your ideal audience!